网游运营商营销策略分析

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1、中国网络游戏运营商的营销策略分析主题词：网络游戏网络营销消费者行为研究生姓名：刘健导师姓名：熊伟论文起止时间：2005．10—2006．04中国网络游戏运营商的营销策略分析提要网络游戏是一个新兴的产业，从1997年在我国诞生以来，⋯直高速发展。目前正是它快速发展昀时期。然而国内网络游戏企业的生存状况并不乐观，企业数量增黧迅速，市蛹竟挚热劂，弼络游熊辩青多年豹量面嚣响酲盏严重。本文分搋了蹰络游戏鹣概念啵及势类帮特意，从接连我国网络游戏营镄的发展历史出发，好析了我融闷绪游戏运营盎业营销的现状，借鉴国内凡个网络游戏开发运营苘成功与失败的经验，从营销组台的角度阐迹了网鼯游戏逛营企业营销簧略制定的相蓑影

2、响因素：产品与消赞翥黼求的不同、企业收入主簧来源与产品价格和襁关捆绑产她的发曩、营锩渠道的发展现状和束来趋势、i三；【及两络游戏运营商对于产品厨镳酶健镄活动。然扁分析币同类型的漓蛰者心瑾爱消费行为，糟络游戏的产辘鞋结构和游戒产业发麓的玮境戡况．啦厦湖络游戏产品所遵循的生命周期。并举例说明了应对生俞周期的不耐方法。最后，为网络游戏燧营商营销策略的制定提出了建议。关键词；网络游戒剐绻营销消费者行魏ABSTRACTThenetworkgame，whichWaSproducedinourcountryin1997，isanewlydevelopingindustry．anditisdeveloping

3、veryfastfromthenon—Nowitisthetimewhenitdevelopsfast。butt№situationofthenetworkgameisn‘toptimisticinOurcountry，thenumberofthiskindofindustryisincreasingrapidly，whatisworse，thecompetitioninthemarketsisbecomingfierce。Thetextintroducesllstheconcept，identification，andcharacterofthenetworkgames，itbeginsWi

4、ththedescriptionthehistoryofmanagingandselli鹳aboutthegamesinourcountry，synthesizesthepresentsituationofthemanagingandsellingaboutthegamesandfollowstheexperienceoffailureandSUCCESSthatsomebusinessmenhavewhentheyexploitedandmanagedtheircompanies，italsoanalysestherelatcdfactorsaboutthegamesfromthe“4P”．

5、thefactorsare；thedifferencebetweenproductsandtheneedsoftheconsumers；therelationshipbetweenthemainresout7cesandthedevelopmentofthepriceoftheproductsandtheproductswhicharetiedupwiththenetworkgames；theenrrentsituationofthewaystoselltheproductsanditsfuturetrend，andsomeencouragingactivitiesthattheindustr

6、iestakeaboutsellingtheproducts．Thenitanalysesthepsychologyofthedifferentkindsofconsumersandtheiractions，italsoanalysesthelifespanthattheproductsofthegamesshouldfollow，meanwhileitgivestheexamplestoillustratesomewaystodealwiththelifespan．Finally，itofferssomeadviceandsuggestionsabouttothenetworkindustr

7、yaboutmanagingandsellingasaconsumerandshowsthewavsandcountermeasuretodevelopthemanagingandsellingonthenetworkgamesinourcountry．Keywords：networkgame；networkmarketing；customerbehavior11I前言随着嘲终的普及，融绣游戏这⋯